After reading 'A Technique for Producing Ideas' which suggested that you build up a scrapbook of ideas, I decided I would do my own in the form of a blog. The idea is that you take all the facts around the idea that you are trying to produce and try and build a synthesis between them and the ideas that you have developed in the scrapbook.

Wednesday, May 09, 2007

If in doubt... clap! - Setting the Online scene

Before running headlong into the online marketing foray it seems useful to touch on the way the digital market place has changed life as we knew it.

Remember when:

You last used yellow pages

You looked something up in a encyclopedia

You searched shops for rare books

You sold something in the back of the local paper

The Internet has changed the way we live it gives us :

More information

More choice

More convenience

In 1998 Google was born, in the last year it has earnt more in ad revenue than channel 4, so in just 8 years it has gone from a project started off in a garage to one of the most powerful media forces in the world. The pace of change is frightening, it is difficult to remember how we did certain things before we had the internet, although at the same time strugling to keep up with the way it is constantly changing. Rupert Murdoch documents this when he says,

'My two young daughters will be digital natives. They'll never know a world without broadband internet.'

This shift is happening now, there is mass land grabbing going on in the digital scene, and it is important for all genres of marketers to get there share otherwize they will be left behind Martin Sorell (who originaly publicly declared the internet to be a fad) said,

'Traditional media owners can no longer afford to hold off going digital because the shift from old to new media is not going to happen in the next generation. It is happening now and is strong rapid and large.'